Marketing SeminarSportMarketingGUC, MBA 17 March 2013 Youssef Alaadin

Road Map Sport Marketing Definition. Sport Marketing; The Concept. Readings in the literature. Sport Marketing in Egypt. Sport Marketing Worldwide. Popular careers in Sports Marketing. Sports Marketing Plan Framework. Research Paper. Benefits of Sport Marketing. Discussion. Sport Marketing DefinitionSport marketing is the process of planning how asport brand is positioned and how the delivery of its products or services are to be implemented in order to establish a relationship between a sport brand and its consumers. (L.Kesler). Sport Marketing Definition Sport Marketing products through thesponsorship of sporting events or the sponsorshipof teams or equipment for sporting events.(B.John, 2006; The marketing of Sport). Sport Marketing; The Concept. Sport Marketing is divided into THREE main sectors:1- Marketing of a Sport. Advertising of a sport and sports associationssuch as the Egyptian Football league, theOlympics and the Tour de France.(F.Sam et G. Russell, 2008; The Four Domains of Sports Marketing: A Conceptual Framework) Marketing of a Sport:UEFA League, Football. (2m 30sec) Sport Marketing; The Concept. Sport Marketing is divided into THREE main sectors:2- Marketing Products & Services through Sports: The use of sporting events, sporting teams andindividual athletes to promote various products.(whether they are sports related products ornon-sports related products).(F.Sam et G. Russell, 2008; The Four Domains of Sports Marketing: A Conceptual Framework) Marketing of a Product through sports:Adidas trailer (Related). (1min) Sport Marketing; The Concept. Sport Marketing is divided into THREE main sectors:3- Promotion of a Sport to public: The promotion of sport to the public in order toincrease participation.(F.Sam et G. Russell, 2008; The Four Domains of Sports Marketing: A Conceptual Framework) Marketing a sport to the public:Vodafone football trailer. (1min) Reading in literature The philosophy of sport marketing is to satisfy theneeds of sport consumers, and the trend goesbeyond that. Countless companies and/or brands have usedsports marketing to build positive brand awareness,support retail and sales promotions and gain anoverall advantage in their market. Reading from the literature Marketing through sport is aconcept that that has beenused since the 1980s but thatalso has increased inimportance in the last twodecades due to the growth andexpansion that the differenttypes of sports have enjoyedsince then. Reading from the literature The peculiarity of sports is the issue that sport isthe only entertainment where, no matter how manytimes you go back, you never know the ending.(Last year an average of 70,000 spectator in the stadium) Sports Marketing in EgyptEgyptian sport organizations have traditionally depended on government funding with little or no support from private sector (Fekry, Zaki, 2006).Recent years, the difficult economic conditions have led to a decrease in financial support from the government and left many Egyptian sport federations with little choice than to look for alternate sources of funding.(Sport Marketing in Egypt: Prospective Challenges) Sports Marketing in Egypt Shalaby (2004) examined the funding sourcesof professional Egyptian Football Clubs andthe marketing of their commercial rights. Hefound that within the sport clubs, themajority of companies (68 %) preferred tosponsor football events. However, the lack ofscientific research and the need for marketresearch in sports have prevented Egyptiansport federations from taking advantage ofmarketing opportunities (Fekry, Zaki, 2006). Sports Marketing in Egypt This singular fact is used by marketing companies asan advantage 240 footballmatch is beingcommercial for. because in this way every time the audienceattempts to an event several times it will perceivedthe advertisements again and again. Sports Marketing Worldwide Sports Marketing 360Sports Marketing 360 is established as the must-attend event for sports marketing professionalsfrom around the world.This conference is designed to deliver significantvalue to those who work in sports, marketing,media, brands and related areas. Sports Marketing Worldwide DME StudiosDME Studios is an integrated marketing agency,specializing in innovative forms ofcommunication. Marketing Agency:DME studios trailer. (2 mins.) Sports Marketing Worldwide King of the Mountain (KOM) Sports Marketing isan agency with many specialization (Sports Marketing, Event Activation, Brand Development, Sponsorship Sales, Property development, Athlete Representation,Communications and Strategic Planning. Sports Marketing Worldwide Cycling is now the biggest sporting goods market in the world in terms of revenue, according to a survey by multinational marketresearch company NPD Group. Global sales totaled nearly (US $ 46bn) an increase of four percent on 2011. 137 million bicycles (including electric bikes). Cycling accounted for 15 percent of all sporting goods revenue. Marketing the event:Tour de France event trailer. (1min 30 sec) Popular careers in SportsMarketing Events Management. Public Relations. Licensing & Contracting. Media Management. Social Media Public Media. Marketing & Marketing Research. Advertisement Promotions. Membership Management. Sales. Sport Agents. Recreation. Sports Marketing PlanFramework: AnalyzeDevelop Product.Implementati Plan the Sports Marketing Mix.Develop a Sport Marketing StrategyImplement and Control.Identify Sport Marketing Opportunitiesinternal andStrategic on Strategies.externalMarketing Price.environment Direction. ControlPromotion. Process. AnalyzePolicies.organization.SportPlace. Programs. Marketing Analyze Ethics.market andSponsorship. Budget.consumers. Analyzecompetitors. Research PaperSport Marketing in Egypt: ProspectiveChallenges.Ahmed Alafandi, University of Benha, Egypt, aalafandi@uottawa.caBenoit Sguin, University of Ottawa, Canada This study utilized a modified Delphi technique to determinethe various challenges of marketing sports in the future. An open-ended questionnaire was mailed to 179 experts. Theseexperts were randomly selected among 500 experts with atleast 10 years of experience in sports media, sportsadministration, government and/or academics. A total of 144 persons completed the questionnaire. Research PaperSport Marketing in Egypt: ProspectiveChallenges.Ahmed Alafandi, University of Benha, Egypt, aalafandi@uottawa.ca Benoit Sguin, University of Ottawa, Canada The questionnaire asked about the probability of some eventshappening in each of the environments described above andthe respondents judgment as to the impact of the proposedchallenge. Using a Likert Scale measurement, the respondentswere then asked to qualify the kinds of impact (very positive tovery negative) and their importance on sport marketing (verysignificant to not significant). Research PaperResults / Discussions / Implications Our analysis led to 24 possible events that best capture thefuture challenges facing the Egyptian sports industry. One of the most important issues identified was: The need to modify general association laws in sports and youth field. (For example, the law provides no protection for sponsor rights). They also refer to the positive and significant impact that modifying taxes and customs laws would have in the field of sport. The cultural environment was another factor identified as important by the participating experts. (sports events were free). Research Paper It is projected that government funding will eventuallyceased. The biggest challenge identified by the respondents wasthe lack of expertise in this field. Hence, the developmentof sport management/marketing curriculum in EgyptianUniversities may contribute to the development of sportmarketing. Why Sports Marketing? Sports marketing impulsesmemberships, sales, andrecognition. These factors represent the biggestbenefits for the companies, theathletes, the associations, theleagues, and sport event managers. sport is considered a profitable andsustainable marketing source(NSW Government. "Marketing - Sports Clubs", September 2011). Marketing the Egyptian Football League:Official Trailer Questions?